The Art of Event Design: Key Strategies to Create a Visual Experience That Wows

May 11, 2023 | Traveler’s Q

Event design can make or break an event, and its importance cannot be overstated. It encompasses everything from the layout and décor to lighting, sound, and overall atmosphere. Effective event design enhances the overall experience for attendees and can even increase engagement, encourage more social interaction, and ultimately elevate the brand experience. This is because human beings are largely visual creatures that form up to 80% of our interpretations of the world based on sight, so the need for your event design to be visually appealing is paramount to leaving a good impression on your target audience.

In this post, we will discuss the benefits of event branding—corporate event branding in particular—and how they work together with event design to create remarkable experiences.

The Importance of Visuals in Your Event

When it comes to event design, visuals are the most important component. Research shows that humans process visual information faster and more effectively than any other type of data. In fact, one study found that people can recall up to 65% of visual content three days after viewing it, compared to just 10% of oral content. Therefore, incorporating impactful visuals into your event branding and corporate event branding strategy is essential to make a lasting impression on attendees.

Choose the Right Venue

When it comes to event design, choosing the right venue is of uppermost importance. The venue sets the tone and atmosphere for the entire event and can be the dealbreaker for attendee experience. Before selecting a venue, it is crucial to consider what will be showcased at the event. If the focus of the event is software, it is essential to choose a venue that can accommodate the necessary tech requirements, such as high-speed Internet and ample power outlets. On the other hand, if physical technology is being showcased, a venue with a large open space for demonstrations and exhibits may be more suitable. Additionally, it is important to consider branding when selecting a venue. A corporate event branding strategy can be enhanced by selecting a venue that aligns with the company’s values and aesthetics. Overall, the right venue can elevate an event and ensure a successful outcome.

Choosing the right venue for your event is crucial for your brand identity to be aligned and fully showcased. When planning a corporate event branding, it is important to consider the types of activities that will be taking place during the event and whether they complement your brand identity. For example, you may want to create a dress code that matches your brand’s color scheme or provides a subtle nod to your logo.

Similarly, merchandise and promotional items should reflect what people will be doing at the event and provide additional branding opportunities. To enhance your message and showcase your brand in a visually engaging way, virtual reality, and augmented reality can be used to provide an immersive and interactive experience for attendees. By selecting a venue that supports your brand and the activities you have planned, you can create a cohesive experience that resonates with your intended audience.

Establish a Setting that is in Alignment with the Theme of Your Company

When it comes to event design, it’s vital to establish a setting that’s in alignment with your company’s theme. First and foremost, it’s important to identify your company’s theme, whether it’s sleek and modern or more traditional and classic. Once you’ve established your theme, you’ll want to work on incorporating elements that match your theme. Consider your company’s logo colors and how you can incorporate those colors into your event branding. Additionally, consider the visuals of your company’s website and what messages they communicate or sub-communicate.

By identifying and incorporating these elements into your event branding, you can create a cohesive and memorable experience that aligns with your company’s brand identity. A successful corporate event branding campaign can set your company apart from the competition and help to build a strong brand image that resonates with your target audience.

How Apple’s Event Visuals Fit the Theme of its Company

Apple, an iconic technology company, is widely known for its groundbreaking product launches and events. The company’s event design carefully considers the theme, and its visuals align with its brand. The use of dark lights that match the dark sweaters of the presenters perfectly embodies Apple’s brand of sleek, minimalist, and modern design. Furthermore, the strong spotlight on the stage prominently showcases its technological innovation, which aligns with the company’s values of pushing boundaries and delivering cutting-edge technology. Overall, Apple’s event branding strategy perfectly aligns with the company’s brand, consolidating its stature as a leader in the technological industry.

How Microsoft’s Event Visuals Fit the Theme of its Company

Microsoft has mastered the art of event design by incorporating its brand theme into every aspect of its corporate events. The eerie blue light that washes over the venue, perfectly matching the blue color of their iconic Windows logo, sets the tone for an immersive tech experience. In addition, the use of large screens and custom lighting creates a futuristic atmosphere that aligns with Microsoft’s vision of innovation and progress. Furthermore, Microsoft’s event branding strategy includes showcasing its software and PowerPoint presentations to a large audience, highlighting its technological prowess and commitment to providing cutting-edge solutions. Overall, Microsoft’s event visuals fit seamlessly with its company theme, making the events memorable and impactful for attendees.

How Tesla’s Event Visuals Match the Theme of its Company

Tesla, led by Elon Musk, is a brand that is synonymous with innovation, cutting-edge technology, and sleek designs. One of the ways that the company has successfully conveyed these values is through its event branding. Tesla’s event designs perfectly align with the company’s image and theme. This is particularly evident in the company’s use of stream and strobe lights that adorn the ceiling and floor of their events. The futuristic and dynamic lighting scheme bears a similarity to the “Stark Expo” in the Iron Man movies. This meticulous attention to detail creates a visually stunning and memorable experience for attendees, while also effectively showcasing Tesla’s line of electric vehicles. By seamlessly integrating the aesthetics and ambiance of its events with its brand identity, Tesla continues to be a pioneer in event design and corporate event branding.

Your Event’s Theme Should Match the Jungian Archetype of Your Brand

To create a successful event branding, the theme of the event should match the Jungian archetype of the brand. The Jungian Archetype theory suggests that a universal, symbolic language determines the way people interpret life and storytelling. Archetypes have powerful influences on human behavior and represent recurring personality patterns common to people across cultures. As a result, synchronizing your event theme with your brand’s archetype can create a strong emotional connection with attendees. By aligning the event theme with your brand’s archetype, you can create a meaningful and unforgettable experience that resonates with your attendees.
There are 12 main archetypes:

The Creator

The Jungian Archetype of the Creator is all about innovation, originality, and bringing something new into the world. This archetype is often associated with the act of creation itself, whether it’s a piece of art, a new product, or even an event design. Creators thrive on pushing boundaries and taking risks, always striving to be on the cutting edge of their field.

The Sage

The Sage archetype represents wisdom, knowledge, and a thirst for learning. The Sage is a mentor, guide, and teacher who seeks to understand the world and share their knowledge with others. They are often seen as analytical and wise, offering insights that help others to see situations in a new light. In corporate event branding, weaving in the Sage archetype can create a sense of authority, expertise, and thought leadership that helps to establish your brand as a trusted resource in your industry.

The Caregiver

The Caregiver is a personality type that is characterized by unselfishness, generosity, and the desire to help others. Caregivers are deeply compassionate and empathetic individuals who are committed to making a positive impact in the lives of others. They excel in careers that involve nurturing or advising others, such as healthcare or teaching.

The Innocent

The Innocent archetype represents a person who sees the world through optimistic eyes and believes that everything will eventually work out for the best. This archetype is often associated with purity, goodness, and simplicity. In event design, incorporating elements that align with The Innocent archetype can help create an atmosphere of hope and positivity, while also conveying a sense of naivety and childlike wonder.

The Jester

The Jester archetype embodies the spirit of lightness, playfulness, and humor, and plays an essential role in promoting joy and amusement in our lives. As a personality type, the Jester is known for their spontaneity, wit, and entertaining nature. In event design, incorporating Jester archetype elements can help to create a relaxed, fun-filled atmosphere that will leave guests feeling optimistic and lighthearted.

The Magician

The Magician is an archetype that represents knowledge, transformation, and mastery. In event design, the Magician archetype can be seen in the ability of an event professional to transform a vision into a tangible and memorable experience that leaves a lasting impact on attendees. Branding is crucial to this process, as the Magician understands how to evoke emotion and communicate brand messaging through the strategic use of visuals, verbiage, and overall event experience.

The Ruler

The Ruler is an archetype that represents authority, leadership, and control. Individuals who embody this archetype often prioritize organization and structure, working hard to maintain stability and order. From an event design perspective, incorporating elements of the Ruler archetype could involve creating a structured and well-organized event, with clear branding and messaging that inspires confidence and trust in attendees. Effective event branding is critical to establishing a strong corporate event branding identity and utilizing the archetypal qualities of the Ruler can be a powerful tool in achieving that goal.

The Hero

The Jungian Archetype The Hero represents a courageous, determined, and confident individual who embarks on a journey of self-discovery by overcoming obstacles, challenges, and conflicts. This archetype is a prevalent figure in storytelling, literature, and mythology, where a protagonist assumes the role of the hero and rises to the occasion to save the day. From an event design perspective, incorporating The Hero archetype provides an opportunity to create an inspiring and memorable experience that resonates with attendees, evokes strong emotions, and encourages action through storytelling, branding, and immersive displays.

The Regular Guy/Everyman

The Regular Guy, also known as Everyman, is a common Jungian Archetype that represents the average person in society. This archetype embodies the characteristics of simplicity, humility, and practicality, and is often associated with values such as family, community, and hard work. In event design, incorporating elements that appeal to The Regular Guy archetype can create a sense of relatability and inclusivity, which can positively impact attendee engagement and brand recognition.

The Rebel

The Rebel represents those who challenge authority and norms, often advocating for change within their communities. Rebels are often seen as passionate and independent, with a desire to inspire others to challenge the status quo. In event design, incorporating elements that appeal to this archetype can create a sense of excitement and engagement for attendees who identify with this archetype. However, it is important to balance this with the overall branding strategy and goals of the event, particularly in the corporate event branding space where a more conservative approach may be necessary.

The Explorer

The Explorer, also known as The Seeker, represents the human desire to venture into unknown territories, both literally and figuratively. Those who embody this archetype are passionate, curious, and adventurous, constantly seeking new experiences and knowledge. It is important to channel The Explorer’s energy into productive endeavors and strategic planning, particularly in the field of event design where innovation and creativity are key components of successful branding and execution.

The Lover

The Lover represents individuals who are passionate and are driven by a desire for connection and have a heightened awareness of the beauty and pleasure in life. In event design, incorporating the qualities of The Lover archetype can evoke feelings of romance and sensuality, creating a truly immersive and memorable experience. Furthermore, utilizing elements of event branding that appeal to the archetype’s emphasis on passion and sensuality can help make a corporate event branding campaign more relatable and appealing to clients and attendees alike.

Consider Social Media and Email Remarketing Efforts

If you were to have another event of the same or similar kind next time, make sure to communicate the key highlights and takeaways of the previous event to attendees. For instance, highlight some of the notable speakers or performers that were present along with some feedback from attendees. To get the attendees to attend the next event, leverage event branding and corporate event branding strategies. This would involve creating a unique brand image and messaging that resonates with the company’s overall vision and goals.

To create memorable visuals captured in photographs, make sure that the event design is thoughtful and creatively executed with this medium. Photographs are powerful tools that can communicate different messages through images. In this regard, you would want the photos to communicate a sense of innovation, creativity, and hassle-free experience.

The impression that you would like these photos to give off is that the event was well-organized, attended by industry thought leaders, and attendees had a great time. You want the visuals to communicate that the event was of high quality, and those who missed the event would not want to miss the next one. Therefore, some of the keywords and phrases that the visuals should reflect include: high-touch event, innovative, cutting edge, expert speakers, and a state-of-the-art design.

Visual elements communicate what words often cannot, and are essential to the success of any event. Remember to choose the right venue for your event, and establish a setting that is in alignment with the theme of your company. This could include large and small details like décor and lighting. Aligning your event’s theme also with the Jungian archetype of your brand can help to create an experience your guests will never forget. Finally, consider how you want to leverage social media and email remarketing efforts so you can keep them updated throughout the entire process while making sure those people who weren’t able to attend don’t miss out on all your hard work. Interested in taking things a step further? Request a proposal from Traveler’s Q today to ensure that you take full advantage of creative visuals when planning an event or gathering!